Fuel for Thought


By Greg Huggins
Posted Oct 17th 2021 8:16AM

Trucking has been a subject of the media a lot lately. No one can discount the importance of trucking to our economy, but it also relies on many other industries to be able to thrive. We cannot do our jobs if others do not perform theirs first. We simply cannot haul that which is not available.

A truck is a truck is a truck, right? Yes, but a truck alone has no more value than any other truck. What sets one apart from another? The driver. Any truck driver should be able to get from point A to point B and bump a dock on both ends. Why do you think you are worth more than the next driver? More miles under your belt does not necessarily equate to higher pay. 

Service. This is the difference. What do you offer that others may not? What value do you bring to the customer? Value does not mean lower cost, it means that you can offer a service that not everyone can. It all boils down to service. Truck drivers provide a service, no more, no less. This is the job of a truck driver, serving their customers. As a trucker, you do not produce a product, you provide a service to those who need to move their products. 

Are you willing to load or unload? Do you provide the necessary securement for the customer’s goods? Do you require a dock to load or unload? Are you able and willing to think outside the box to find solutions to common transportation issues when they arise? 

Customers need to move goods. Most of the time everything goes as planned, but then there are times when, as a business owner, you need to step up and solve any issues that surface. This is a value to the customer.

Maybe the customer requires specialty equipment, like a liftgate, unloading, pad wrapping, hand unloading,etc. Are you equipped for these types of loads? These are services that add value to the customer and revenue to your bottom line.

You probably don’t like the grouchy, angry waiter or waitress when you sit down at a restaurant, well neither does your customer. Attitude can be more important than skill when problems arise at a customer location.

Service. This is what you provide. Consider the waitress at the diner, she brings you (transports) your meal (products) from the kitchen (shipper) to your table (receiver). You as a customer probably tip her based on her service and attitude. Just like your linehaul rates, you earn more revenue by providing better service.

See you down the road,